We spend a lot of time talking about Millennials – and for good reason. In early 2015, Millennials surpassed Gen X as the largest share of the American workforce. But believe it or not, it’s time to start thinking about a new generation – Generation Z. Gen Z is the segment of the population that was born after the Millennials, in the mid-to-late 90s through the 2010s. So as an association professional, why should you care? You’re just trying to keep up with Millennials! Well, consider this: In five years, Gen Z will constitute a fifth of the workforce. Just let that sink in. So how can you get ahead of the game? Well, when it comes to Gen Z, there are a few things you need to know: Gen Z is even more mobile-tech savvy than Millennials. While Millennials grew up in the world of cell phones, Gen Z grew up in the world of smartphones. They’ve always had a computer in their pocket, and they’re Internet experts, consequently. Gen Z grew up in the Great Recession. They watched their parents struggle with finances that were seemingly stable just months before. As a result, they worry about the economy and are willing to work hard for a living. Gen Z-ers want to have an impact on society. They want to advance and grow professionally, and as a result, they’re willing to take on internships and other professional development opportunities. So what does this mean for your association? Well, those last two bullet points are crucial. But what it boils down to is this: Gen Z-ers are willing and able to work hard. They’ve seen what it’s like to struggle (through their parents during the Great Recession), and they don’t want that to happen again. Additionally, they want to advance professionally – and they’re willing to put in the work it takes to get there. See where we’re going here? That’s a PRIME opportunity for your association! Your association likely provides professional development opportunities, and that’s what Gen Z-ers are looking for. So don’t rule this generation out. Plan accordingly. Put Gen Z aside for a second. Is your organization still struggling to attract Millennials? If so, you’re not alone. But let us help! Check out our free guide to Millennial memberships below!